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timtyler comments on Reflections on a Personal Public Relations Failure: A Lesson in Communication - Less Wrong
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If people don't value preventing THE END OF THE WORLD highly, then they have no reason for donating to organisations which are puportedly trying to prevent DOOM.
Since some people seem to think that preventing THE END OF THE WORLD is very important - while a great many other barely seem to think twice about the issue - any attempt to obtain public agreement on these utilities seems to itself be doomed.
I remember the majority of people in the US being afraid of nuclear war w/ the USSR. This was a rational fear, although I guess the actual reason most held it was their susceptibility to propaganda and mass hysteria.
This suggests to me that there's a difficulty getting people to care about a particular risk until some critical mass is reached, after which the fear may even become excessive.